Usually shock advertising is gory, graphic and often makes the viewer turn away or switch off. This ad from MADD (Mothers Against Drink Driving) has all the usual traits of a shock advertisement; it’s powerful, makes you think and pulls at your emotions but this ad is much more creative.
In Canada, families put stick people in the rear window of their vehicles to represent the family travelling in the car. This ad shows how ‘imparied driving’ (that being driving under the influence of drugs, alcohol or any other substances) can ruin those families and lives through the use of these stick people.
The animation is clever and although does exactly what you expect something with such a powerful message to do, it does it in a different manner which is exactly the reason we liked it. The message was definitely expressed clearly and you can really appreciate the importance of the ad. It is a brilliant thought provoker and should get the audience thinking of the consequences of their actions.